Media influence theories and definitions

Question 1

Passive audience

Answer 1

A passive audience is an audience who merely observes an event rather than actively responding to it.

Question 2

Active audience

Answer 2

Active audiences do not just receive information passively, but are actively involved in making sense of the message within their personal and social contexts.

Question 3

Media text

Answer 3

A media text is any individual media product we wish to examine.
A media text could be the magazine “Vogue” or the video game “uncharted”.

Question 4

Media form

Answer 4

A media form is a major form of mass communication such as television, newspapers, computer games ect.

Question 5

Hypodermic needle theory

Answer 5

The hypodermic Theory was developed by various theorists in the period of the 1930’s - 1940’s. This theory suggests that the media injects their message directly into the brain of it’s passive, homogeneous audience.

Question 6

Two-step flow Theory

Answer 6

The Two-Step Flow theory was developed by Paul F Lazersfeld in 1940. This theory is a reception theory and suggests that people are more likely to be influenced by their peers, a.k.a “opinion leaders”.

Question 7

Reinforcement Theory

Answer 7

This theory was developed by Joseph Klapper in 1960. This theory suggests that the media are more likely to “reinforce” than to “change” people’s ideas and beliefs through their: family, friends and communities.

Question 8

Agenda setting function theory

Answer 8

This theory was developed by Donald Shaw and Matthew Mccombs in 1972. This theory has the power to set the agenda or terms for any social, political or economic issue, a.k.a “gate-keeping”.

Question 9

Users and gratifications theory

Answer 9

This theory was developed by Elihu Katz and Jay Blumler in 1974. This theory suggests it’s audiences choose media texts to gratify their own needs, not to be influenced.

Question 10

Nature of media influence

Answer 10

This refers to how media influences people; the way in which media manifests.
For example, copycat behaviour, emotional trauma ect.

Question 11

Extent of media influence

Answer 11

This refers to the degree of how much a media text or form influences its audience’s views, beliefs and values.

For example, media forms such as violent video games can inspire violent thoughts or actions.